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YouTube reveals new CPM TrueView advertising model

One of the biggest types of dilemmas we as marketers are facing right now is the “something is killing something; how do we evolve as a brand to survive?!”

Just a decade or so ago, advertising and marketing was simple. If you were a small-time advertiser, you’d focus on print and local events. If you had the budget, you would move on to TV spots and giant billboards that shone brightly against the night sky.

Now, everyone is talking about the internet and social media has killed or maimed TV, print and etc.

Marketers don’t have a short list of options to build brand awareness anymore, now it is an ever-evolving list of online platforms and their ad formats. Video ads aren’t relegated to TV anymore where it is hard to judge just how well the ad is doing.

In a bid to push TV advertising further, YouTube has just released a new ad format in its TrueView series, TrueView for Reach.

TrueView For Reach

Combining short-form ads and user-friendly skipping options, YouTube states that the new addition will expand advertiser’s options when advertising on the platform.

This video. Watch as YouTube Product Marketing Manager Jim Habig explains TrueView while surrounded by several of his closest (furry) friends.

The new model is aimed at advertisers who still prefer the old-school way of advertising, TrueView for Reach will be sold on a CPM (Cost per Thousand Impressions) model.

According to a blog post by Google, “TrueView for reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying. Optimized for efficient reach, this format can help you to raise awareness among a broad set of customers — and do so within our 95% viewable and 95% audible environment.”

Essentially, advertisers will be able to create ads starting from 6 seconds, up to 30 seconds, which users will be able to skip after 5 seconds. The ads will appear before and during videos.

In a recent Ipsos study that the platform talks about, it found that people are 3x more likely to pay attention to ads online than when compared to TV spots.

YouTube seems to be trying to tap into their wide range of users for advertisers with their new ad format.

“We’re seeing brands continue to push the boundaries of what’s possible in 6 seconds, and it’s paying off: In a new global study, 87% of Bumpers campaigns drove a significant lift in Ad Recall with an average lift across all campaigns measured of over 20%.”

Beta tester for the new ad format, Samsung, stated “…for our flagship phone launch last spring, we were able to reach 50%+ more people at half the CPM using TrueView for reach.”

Pepsi, another beta tester, stated that for a 10s ad they had advertised with “CPMs proved to be more competitive: we saw 30% lower CPMs on average compared to previous campaigns. This ultimately drove lower average costs on incremental reach points: -46% versus TV on specific target audiences.”

TrueView for Reach joins another new addition, TrueView for Action which was released mid-March, for the platform’s TrueView ad format series.